The COVID-19 Pandemic brought about an unprecedented (yes we used the word) change in consumer behaviour and consumption. Brands responded well in time with relevant products, advertising mediums going digital, and bringing COVID-19 related communication to the forefront. This was to not just market their products / services, but also towards creating awareness for maintaining precautions against the virus, and helping each other in these times of crisis.
Brands have lately been seeking help from influencers to create awareness and engagement for their brand. This grew drastically in 2020, due to the relative ease for brands to coordinate for content creation, the Influencers’ own creativity, and of course the restriction in travel and social distancing limited interactions.
Here are a few brands and their campaigns that used Influencer marketing for creating awareness not only about the brand, but also around COVID:
RB India-owned hygiene brand Dettol ran this peppy campaign on TikTok. The campaign garnered over 18 billion views and generated over 123,000 user participation videos since 14th March. It also starred bollywood influencers Kartik Aaryan and Urvashi Rautela.
HDFC Bank: #MoohBandRakho
HDFC bank ran an interesting influencer campaign to raise awareness about avoiding bank frauds by not revealing OTP’s to unverified callers and wearing face masks during COVID.
Lifebuoy: #LifebuoyKarona challenge
Hygiene brand Lifebuoy, raised awareness on washing hands properly, and educated their audiences on “ungliyon ko kone kone se saaf corona”. Responsible marketing done right.
Royal Challengers Bangalore: #RaiseAToast
While most of us stayed comfortably and safely tucked away in the comfort of our homes, we had all of our basic necessities at our doorstep. COVID warriors worked relentlessly hard for us to live a hurdle free life. Influencers like Siddharth Shukla, Bhumi Pednekar among others thanked those who made their life easy and who solved their problems during the pandemic.
Brooke Bond Red Label: #FarButTogether
Brooke Bond has always been about togetherness. And in this wonderful campaign, they got influencers to share a cup of tea with those who made their life during the pandemic easier – security guards, housekeeping staff and every COVID warrior.
Did you also come across more good – hearted campaigns from brands around the COVID-19 pandemic? Let us know in the comments section below!